Polistil
Encyclopedia
Polistil was a toy company headquartered in Milan, Italy, with production center in Chiari, Brescia. Polistil specialized in diecast metal and plastic vehicles of all sizes. The company also made toy and model tanks, dolls, robots and TV tie-ins. After a 33 year span, and a collaboration with Tonka
, Polistil went out of business in 1993.
, and Solido
, a change was made to diecast metal vehicles in 1965 (Rixon 2005, p. 36). About 1970, the company name was changed to Polistil, supposedly because of the similarity with the name of the British Palitoy
(Force 1992, 208-209).
The company's main research and design center was in Milan. Larger toys for children were produced here, including large trucks and dolls. Most vehicles were made at the Chiari, Brescia manufacturing center which focused on the production of diecast vehicles (Polistil 1975).
As seen below, Polistil kept track of its vehicle lines using sets of capital letters followed by numbers, and not the use of series of numbers only.
, fellow Italian Mebetoys
and German Schuco
(Rixon 2005, p. 80). Dinky and Corgi
were also strong competitors and Politoys never matched their success in the United States nor did they produce as wide a range of models as those two leaders in the field.
During the 1960s, each diecast model company had a unique approach and a unique market. Politoys’ M-Series at first offered 16 vehicles, with numbers starting at 500, and grew as the decade progressed. Unique models produced that were not found elsewhere were the Iso Rivolta seen above, a Chevrolet Corvette Pininfarina Rhondine Coupe, and the first Lamborghini - bugeye - 350 GT (Rixon 2005, p. 37). While competitor Solido’s niche in the diecast market was offering unique wheel styles for each model, Politoys countered by having most parts move on most models; hoods, doors, and trunks opened – and most vehicles had tilting seats (Politoys 1968; Rixon 2005, p. 79). The M-Series’ generic wire wheels were not authentic to real vehicles, but were quite attractive and classy looking. Similar to Corgi, Dinky, and Mebetoys, however, Politoys M used jewels for headlights, while Solido chose more realistic clear plastic lenses.
In 1968, the 500-series started included models labeled as "Export." These were slightly cruder than the M-series, with fewer opening features. By 1970, Politoys has "used up" the numbers from 500-599, including some metal versions of models previously produced in plastic. By this time they also had experimented with plastic wheels on low-friction axles - similar changes were being made by Dinky, Corgi, Lonestar and others in reaction to the success of Hot Wheels models. These
added to the play value but detracted from the realism.
Later 1:43 scale series were the E, EL and HE. Body details were often very good with clever features, such as the Alfa Romeo Alfasud with complete ski equipment on the roof. Generic chrome plastic wheel designs, however, were pretty ugly in the late 1970s. The EL-Series was much better than the E in this regard. David Sinclair, an Erie, Pennsylvania, importer who was responsible for starting much of the diecast car collecting hobby in the states noted that one interesting model in the EL line was an AMC Gremlin
(Sinclair's 1977; Levine 2009). It was unique enough to see any American cars in European diecast, much less an AMC model!
Starting in 1967, Politoys also offered its 1:66 scale Penny series to compete with smaller Matchbox and Majorette, but the new series never gained their popularity so most were sold within Italy. Mint boxed examples are thus difficult to find (Rixon 2005, 54).
In the late 1970s a variety of previous Polistil castings were shipped to Mexico and sold as the McGregor brand (Force 1992, 208). McGregor sold both plastic and diecast versions of Polistil toys.
(later to become Bburago
) (Rixon 2005, p. 14). Politoys was one of the first companies to move into this larger and more lucrative size, thus was a trend setter for larger diecasts that is still popular today. Though proportions on the larger scale Polistil vehicles was sometimes slightly off (so were some of the Martoys, and both Bburago and Maisto later did better), creative presentation made up for it. For example, rally vehicles such as the Lancia Fulvia polar expedition were stunning. This car featured white and brown paint speckled across the entire car - simulating snow and dirt.
The T series of even larger 1:16 scale cars such as the BMW 328 roadster and the Morgan Plus 8 were introduced about 1980. Some of these models, however, did not have the details of competitors Bburago or Maisto
. The Morgan, for example is beautiful with opening doors, but the tires are hard plastic, not rubber; the steering wheel and front wheels are fixed; and the hood does not open, saving the cost of additional parts. By the late 1980s, though, the larger models were the backbone of Polistil sales - the 1:43 size was now being left to the higher end collector brands like Eligor, Vitesse
, and venerable Solido
.
The MS series of 1:15 scale Motorcycles also appeared about 1980. Racing series (see next heading) of all scales became a forte. A variety of trucks and tanks (the 'CA' series) and other military vehicles were offered. One very nice military offering was an Afrika Corps BMW motorcycle with sidecar in desert beige. TV and movie figures and vehicles also appeared but were not as popular as those offered by Corgi Toys or Dinky Toys, and are somewhat more rare today. Batman, Superman, and Disney vehicles were examples. In addition, Mego
and Lion Rock
military action figures were marketed under the Polistil name.
The RJ series (Penny Series) carried at least 45 Grand Prix and Formula 1 cars, while the T and L series were 1:16 scale. Like many other teams, the fascinating Tyrrell 6-wheel F1 car appeared in two different scales.
Tonka
Tonka is an American toy company most known for its signature toy trucks and construction equipment.-History:On September 18, 1946 Mound Metalcraft was created in Mound, Minnesota with three men as partners, Lynn Everett Baker , Avery F. Crounse, and Alvin F. Tesch. The first products produced by...
, Polistil went out of business in 1993.
History
The origins of Politoys as a company are somewhat of a mystery. The company began as Politoys APS in 1960, and started production of plastic cars in 1:41 scale. As the '60s progressed some models were produced in fiberglass - tougher than the plastic and less prone to warping. Following trends set by Mercury on the same Italian soil, and Corgi Toys, Dinky Toys, NorevNorev
Norev is a French manufacturer of diecast metal model cars. It has normally has produced modern and vintage European vehicles, especially French vehicles - though Italian, German, and American vehicles were also produced.-History:...
, and Solido
Solido
Solido is a french manufacturer of die-cast model cars and trucks based in Oulins, Anet, France, about 40 miles west of Paris. Cars are usually made of the alloy zamac in varying sizes, but mostly 1:43 scale.-History:...
, a change was made to diecast metal vehicles in 1965 (Rixon 2005, p. 36). About 1970, the company name was changed to Polistil, supposedly because of the similarity with the name of the British Palitoy
Palitoy
Palitoy was the name of a British toy company.It manufactured some of the most popular toys in Britain, some original items and others under licence...
(Force 1992, 208-209).
The company's main research and design center was in Milan. Larger toys for children were produced here, including large trucks and dolls. Most vehicles were made at the Chiari, Brescia manufacturing center which focused on the production of diecast vehicles (Polistil 1975).
As seen below, Polistil kept track of its vehicle lines using sets of capital letters followed by numbers, and not the use of series of numbers only.
M-Series
Most, but not all, of Polistil's lines were prefaced with letters: CE, RJ, S, MS, etc., but the company did not start with the beginning of the alphabet. With Politoys’ diecast 1:43 scale M-Series starting 1965, the company arguably became one of the most respected names of the decade in accurately diecast vehicles along with French SolidoSolido
Solido is a french manufacturer of die-cast model cars and trucks based in Oulins, Anet, France, about 40 miles west of Paris. Cars are usually made of the alloy zamac in varying sizes, but mostly 1:43 scale.-History:...
, fellow Italian Mebetoys
Mebetoys
Mebetoys was an Italian toy manufacturer that produced die-cast model cars during the 1960s and 1970s. For most of that time the company was owned by Mattel.-History:...
and German Schuco
Schuco
Schuco is a German toy maker founded in 1912 by Heinrich Müller and the businessman Heinrich Schreyer in Nuremberg, since early days, Germany's toy capital. Its specialty was usually cars and trucks in both tin and diecast...
(Rixon 2005, p. 80). Dinky and Corgi
were also strong competitors and Politoys never matched their success in the United States nor did they produce as wide a range of models as those two leaders in the field.
During the 1960s, each diecast model company had a unique approach and a unique market. Politoys’ M-Series at first offered 16 vehicles, with numbers starting at 500, and grew as the decade progressed. Unique models produced that were not found elsewhere were the Iso Rivolta seen above, a Chevrolet Corvette Pininfarina Rhondine Coupe, and the first Lamborghini - bugeye - 350 GT (Rixon 2005, p. 37). While competitor Solido’s niche in the diecast market was offering unique wheel styles for each model, Politoys countered by having most parts move on most models; hoods, doors, and trunks opened – and most vehicles had tilting seats (Politoys 1968; Rixon 2005, p. 79). The M-Series’ generic wire wheels were not authentic to real vehicles, but were quite attractive and classy looking. Similar to Corgi, Dinky, and Mebetoys, however, Politoys M used jewels for headlights, while Solido chose more realistic clear plastic lenses.
In 1968, the 500-series started included models labeled as "Export." These were slightly cruder than the M-series, with fewer opening features. By 1970, Politoys has "used up" the numbers from 500-599, including some metal versions of models previously produced in plastic. By this time they also had experimented with plastic wheels on low-friction axles - similar changes were being made by Dinky, Corgi, Lonestar and others in reaction to the success of Hot Wheels models. These
added to the play value but detracted from the realism.
Later 1:43 scale series were the E, EL and HE. Body details were often very good with clever features, such as the Alfa Romeo Alfasud with complete ski equipment on the roof. Generic chrome plastic wheel designs, however, were pretty ugly in the late 1970s. The EL-Series was much better than the E in this regard. David Sinclair, an Erie, Pennsylvania, importer who was responsible for starting much of the diecast car collecting hobby in the states noted that one interesting model in the EL line was an AMC Gremlin
AMC Gremlin
The AMC Gremlin is a two-door subcompact car produced in the United States and Canada by the American Motors Corporation between 1970 and 1978. AMC reduced its development and manufacturing costs by adapting a shortened Hornet platform with a Kammback-type tail...
(Sinclair's 1977; Levine 2009). It was unique enough to see any American cars in European diecast, much less an AMC model!
Starting in 1967, Politoys also offered its 1:66 scale Penny series to compete with smaller Matchbox and Majorette, but the new series never gained their popularity so most were sold within Italy. Mint boxed examples are thus difficult to find (Rixon 2005, 54).
In the late 1970s a variety of previous Polistil castings were shipped to Mexico and sold as the McGregor brand (Force 1992, 208). McGregor sold both plastic and diecast versions of Polistil toys.
A Pioneer in Larger Scale
By the early 1970s, Polistil diversified somewhat, offering slot cars and larger scales in metal. In 1973, the 1:24 scale S series (1:22 scale was used as well) competed directly with the new MartoysMartoys
Martoys was a diecast toy car company founded close to Milan, Italy, in 1974.-Between Mebetoys and Bburago:Martoys was founded by the Besana brothers, Ugo, Martino, and Mario, who sold their first well-known brand Mebetoys to Mattel . For this brand new line, only models in 1/24 scale were produced...
(later to become Bburago
Bburago
Bburago is an Italian model car manufacturer, that was based in Burago di Molgora, Italy, which made mostly diecast cars from 1976 to 2005, and then under the May Cheong group since 2007.-Early years:...
) (Rixon 2005, p. 14). Politoys was one of the first companies to move into this larger and more lucrative size, thus was a trend setter for larger diecasts that is still popular today. Though proportions on the larger scale Polistil vehicles was sometimes slightly off (so were some of the Martoys, and both Bburago and Maisto later did better), creative presentation made up for it. For example, rally vehicles such as the Lancia Fulvia polar expedition were stunning. This car featured white and brown paint speckled across the entire car - simulating snow and dirt.
The T series of even larger 1:16 scale cars such as the BMW 328 roadster and the Morgan Plus 8 were introduced about 1980. Some of these models, however, did not have the details of competitors Bburago or Maisto
Maisto
Maisto International Inc. is a popular toy brand of the May Cheong Group . Maisto manufactures die-cast models of automobiles, aircraft, and motorcycles...
. The Morgan, for example is beautiful with opening doors, but the tires are hard plastic, not rubber; the steering wheel and front wheels are fixed; and the hood does not open, saving the cost of additional parts. By the late 1980s, though, the larger models were the backbone of Polistil sales - the 1:43 size was now being left to the higher end collector brands like Eligor, Vitesse
Vitesse Models
Vitesse was started in 1982 as a Portuguese company making diecast cars mostly in 1:43 scale. It was founded in the city of Oporto and is a brand name of Cinerius, Ltd.-The Fit of Vitesse:...
, and venerable Solido
Solido
Solido is a french manufacturer of die-cast model cars and trucks based in Oulins, Anet, France, about 40 miles west of Paris. Cars are usually made of the alloy zamac in varying sizes, but mostly 1:43 scale.-History:...
.
The MS series of 1:15 scale Motorcycles also appeared about 1980. Racing series (see next heading) of all scales became a forte. A variety of trucks and tanks (the 'CA' series) and other military vehicles were offered. One very nice military offering was an Afrika Corps BMW motorcycle with sidecar in desert beige. TV and movie figures and vehicles also appeared but were not as popular as those offered by Corgi Toys or Dinky Toys, and are somewhat more rare today. Batman, Superman, and Disney vehicles were examples. In addition, Mego
Mego Corporation
The Mego Corporation was a toy company that dominated the action figure toy market during most of the 1970s. The Mego Corporation was founded in the early 1950s by David Abrams and was mostly known prior to 1971 as a producer of dime store toys.-Golden age:...
and Lion Rock
Lion Rock
Lion Rock, or less formally Lion Rock Hill, is a famous hill in Hong Kong. It is located between Kowloon Tong in Kowloon and Tai Wai in the New Territories, and is 495 metres high...
military action figures were marketed under the Polistil name.
A Racing Emphasis
One area where Polistil probably did better than any of the competition was in racing vehicles of various scales, mainly covering Formula 1, and at reasonable retail prices. The F and FK series were in 1:32 scale and first introduced in 1970 and ran until about 1980, changing wheel designs as the years passed. The 1:41 scale CE series appeared in 1978 and featured Renault, Ligier, Lotus, Brabham, Alfa Romeo and Williams, among others. Oddly, a few tractors also appeared in the CE series (Force 1992, 81-88).The RJ series (Penny Series) carried at least 45 Grand Prix and Formula 1 cars, while the T and L series were 1:16 scale. Like many other teams, the fascinating Tyrrell 6-wheel F1 car appeared in two different scales.